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dc.contributor.convenorMike Ewing and Felix Mavondo
dc.contributor.authorKunkel, Thilo
dc.contributor.authorFunk, Daniel
dc.contributor.authorKing, Ceridwyn
dc.contributor.editorDewi Tojib
dc.date.accessioned2017-05-03T14:32:36Z
dc.date.available2017-05-03T14:32:36Z
dc.date.issued2009
dc.date.modified2012-08-15T22:59:26Z
dc.identifier.refurihttp://www.anzmac.org/
dc.identifier.urihttp://hdl.handle.net/10072/31870
dc.description.abstractSport brand research primarily focuses on sport teams as brands. Although the literature focuses on teams, league branding is becoming increasingly important, due to the fact that professional sport leagues face an increasing competition for spectators, and against other entertainment opportunities. In a desire to be the preferred code of choice, managers of the respective league brands look to leverage their brand associations to establish brand equity in order to buffer the plethora of entertainment choices available to spectators. This study examines whether existing team brand association literature can be applied to leagues, and finds that 12 of the 14 tested associations are applicable for leagues. Furthermore, existing differences between the four football leagues in Australia in terms of the league brand associations are revealed.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent147563 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherPromaco Conventions (for ANZMAC)
dc.publisher.placeCanning Bridge, Western Australia
dc.publisher.urihttp://anzmac2009.org/
dc.relation.ispartofstudentpublicationY
dc.relation.ispartofconferencenameAustralian and New Zealand Marketing Academy (ANZMAC) Conference 2009
dc.relation.ispartofconferencetitleProceedings of the ANZMAC Conference 2009
dc.relation.ispartofdatefrom2009-11-30
dc.relation.ispartofdateto2009-12-02
dc.relation.ispartoflocationMelbourne
dc.rights.retentionY
dc.subject.fieldofresearchSport and Leisure Management
dc.subject.fieldofresearchMarketing Communications
dc.subject.fieldofresearchcode150404
dc.subject.fieldofresearchcode150502
dc.titleConsumer Based Brand Associations for Professional Football Leagues
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.facultyGriffith Business School, Department of Tourism, Sport and Hotel Management
gro.rights.copyright© The Author(s) 2009. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the authors.
gro.date.issued2009
gro.hasfulltextFull Text
gro.griffith.authorKing, Ceridwyn
gro.griffith.authorFunk, Daniel C.
gro.griffith.authorKunkel, Thilo


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  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

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